Constantinos Kouvaras

Spirit Shepherd is an independent commercial consultancy helping distilleries, producers, brands, distributors and investors turn underused beverage assets into commercially viable growth platforms. I work across: - Beverage portfolio development — identifying, shaping and commercialising proprietary, private-label and customer-exclusive opportunities - Route-to-market and distribution — market entry, partner selection, economics, governance and execution - Strategic partnerships — aligning producers, brand owners, distributors and customers behind a workable commercial model - International Trade Sales and B2B spirits — bulk, private label, customer-exclusive products and specialist supply - Value-chain and commercial design — pricing, margin architecture, negotiation and deal structuring My role is hands-on: from opportunity diagnosis and partner matching through commercial design, negotiation and execution. Current work includes developing international Trade Sales opportunities with distilleries and producers around the world, alongside senior growth, portfolio and route-to-market transformation assignments. I work selectively and stay close to execution until the commercial model is working.

Led a multi-year growth and transformation agenda delivering +98% net revenue, +70% net earnings, and +43% market share growth, repositioning the business from #6 to #3 in the Greek market by 2024. Structured and executed a landmark route-to-market partnership with Heineken, redesigning commercial roles, incentives, and execution standards to align two independent organisations behind a shared growth agenda. Architected the operating model underpinning the partnership: joint governance forums, shared KPIs, performance scorecards, and clear decision rights—ensuring accountability without hierarchical control. Led cross-functional commercial leadership (sales, marketing, finance, RTM) to redesign and embed clear commercial policy across organised chains and fragmented traditional trade—aligning pricing, trade terms, portfolio focus, and activation mechanics to drive consistent execution and measurable performance uplift at scale. Mobilised and aligned 220+ external commercial FTEs, alongside 45+ direct and matrix Bacardi reports, to execute a unified market strategy across on-trade and off-trade channels. Delivered execution at scale, expanding outlet coverage from 9,000 to 36,000 and materially improving for Bacardi, the quality of distribution, brand visibility, and priority outlet penetration. Embedded trust-based, outcome-led operating rhythms that enabled consistent execution, rapid course correction, and sustained momentum across organisational boundaries. Recruited, coached, and developed high-potential leaders, with multiple successors progressing into regional and European roles.

More than doubled regional revenues to $55M by reshaping route-to-market structures across 15+ countries in both Domestic and Travel Retail channels. Led premiumisation strategy with the launch and scale-up of Grey Goose Vodka, achieving a phenomenal +32% 10Y CAGR and category leadership. Operated effectively in complex matrix and distributor-led environments, leading through influence, clarity, and trust. Designed and rolled out Bacardi’s global distributor management playbook (“Commercial Way”), training 200+ leaders across four continents. Navigated political, regulatory, and economic volatility through adaptable portfolio, pricing, and partnership strategies.

Positioned Bacardi Rum as a leader in premium on-premise culture through the award-winning Bacardi B-Bar multi year integrated consumer and commercial initiative. Drove category premiumisation by integrating brand storytelling, trade activation, and consumer experience.

Secured BAT Cyprus as a flagship client and expanded the agency into below-the-line services, supporting a strategic growth pivot.